基于客户价值的湘潭市烟草公司零售终端服务管理策略优化研究

发布时间：2018-04-15 08:23

本文选题：客户价值 + 烟草　；参考：《湘潭大学》2015年硕士论文

【摘要】：在越来越严峻的竞争态势和经营考验下,我国烟草行业正在积极谋求转型:钻研“三大课题”、探索市场化取向改革、挖掘零售终端功能、全面提升行业规范管理形象、围绕市场需求大力构建“以客户为中心”的服务体系等等一系列举措都是烟草行业的新突破。湘潭市烟草公司作为区域性商业企业,紧跟湖南烟草的总体规划,坚持将零售客户作为密不可分的价值链成员,将零售终端服务作为重要工作,不断强化内在能力,打造具有特色的企业品牌。经过多年的发展,湘潭市公司在企业经营和物流建设方面取得了巨大的成效,但零售终端服务策略的实施和完善方面与行业先进水平仍有一定距离,尤其是在如何充分运用客户价值评价结果开展精细化服务方面仍有一定差距。“得终端者得天下”,这已经成为烟草行业的共识,推进终端建设和不断提升服务水平是“得终端”的关键。加强对零售终端服务管理策略优化的研究,以零售客户需求为卷烟经营和客户服务导向,根据零售客户价值设计服务措施是确保营销上水平的重要举措。本文首先阐述了客户价值、客户服务管理等相关理论,为论文的后续研究奠定基础。通过仔细研究中国烟草行业的发展趋势,界定了本文研究的范围和服务内容,依据现行的零售终端建设要求和客户评价方案,针对湘潭市公司服务策略的现状进行分析,通过市场调查找出当前服务管理策略存在的不足,结合湘潭市烟草公司的资源和能力,提出了一套基于客户价值的零售终端服务管理策略优化方案,并初步制定了一系列保障措施,以期改善当前服务管理策略对客户价值应用不足、服务项目设计不精细、服务水平不高等问题。通过对湘潭市烟草公司零售终端服务管理策略优化方案的研究,希望能使公司的服务体系不断完善和更具针对性,可以有效地帮助公司实现营销目标,为公司战略决策提供一定的依据,并能为同行业其他公司开展相关工作提供借鉴。
[Abstract]:Under the more and more severe competition situation and the management test, the tobacco industry of our country is actively seeking for transformation: exploring the "three major topics", exploring the reform of market-oriented orientation, excavating the function of the retail terminal, promoting the image of standardized management of the industry in an all-round way.Building a customer-centered service system around market demand is a breakthrough for the tobacco industry.As a regional commercial enterprise, Xiangtan Tobacco Company adheres to the overall plan of Hunan Tobacco, insists on taking retail customers as an inseparable member of the value chain, regards retail terminal services as an important work, and constantly strengthens its inherent capabilities.To create a distinctive enterprise brand.After years of development, Xiangtan City Company has made great achievements in enterprise management and logistics construction, but the implementation and improvement of retail terminal service strategy is still far from the advanced level of the industry.In particular, there is still a gap in how to make full use of customer value evaluation results to develop refined services.It has become the consensus of the tobacco industry to "get the end of the world". The key to the "terminal" is to promote the terminal construction and continuously improve the service level.To strengthen the research on the optimization of retail terminal service management strategy, take the retail customer demand as the cigarette management and customer service orientation, and design the service measures according to the retail customer value is an important measure to ensure the level of marketing.In this paper, customer value, customer service management and other related theories are first expounded, which lays a foundation for further research.By carefully studying the development trend of Chinese tobacco industry, this paper defines the scope and service content of this paper, analyzes the current situation of Xiangtan company service strategy according to the current retail terminal construction requirements and customer evaluation program.Based on the market research, this paper finds out the shortcomings of the current service management strategy, combines the resources and capabilities of Xiangtan tobacco company, and puts forward a set of optimization scheme of retail terminal service management strategy based on customer value.A series of safeguard measures are made in order to improve the problems such as insufficient application of service management strategy to customer value, poor design of service items and low service level.Through the research on the optimization scheme of the retail terminal service management strategy of Xiangtan Tobacco Company, we hope to make the company's service system perfect and more targeted, and can effectively help the company to achieve its marketing goals.To provide some basis for the company's strategic decision, and can provide reference for other companies in the same industry to carry out related work.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8

【共引文献】